MUMBAI:India’s first and largest on-demand digital entertainment storefront Hungama.com recently carried out an extensive and remarkable brand campaign which features a voiceover by Hrithik Roshan. The campaign elucidates the significance of music in the life of every individual, from a regular and routine day to a long and difficult one; music plays a fundamental role in making each day special.
With the central idea, Hungama.com is like the soundtrack of life, intact the 360 degree campaign was conceptualized and executed by Scarecrow Communications. The ‘Zindagi ka Sound Track’ campaign took off with the TVC launch which was further amplified across OOH, Digital, Radio and in-cinema advertising. The agency simultaneously carried out a social media contest with the hashtag #HungamaMusic. Along with the social media run, a Twitter contest was also carried out wherein they called in all the twitteratis to complete the sentence “Music #Zindagika…”
The success of the digital campaign was unmistakable when the contests received much appreciation. With over 30k tweets, the Twitter contest saw celebrity participation too.
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The outreach of the campaign across Facebook was palpable as the average reach per campaign-related post was over 1 lac and a total 40 lac people (approximately) influenced. With interactions going over 2.5 lac across all social pages and over 1 million views on YouTube within 30 days of the launch of the campaign, it has got an overwhelming digital response.
The campaign has been very well received such that it has made the Hungama.com app the no.1 app in the Music category across the Android and iOS app stores, with more than 5 million downloads over the Android app store within 2 weeks of the campaign launch.
Speaking on the success of the brand campaign, Siddhartha Roy, CEO of Hungama.com said, “We are overwhelmed with the appreciation that our ‘Zindagi ka Sound Track campaign has received. The digital campaign to amplify Hungama.com’s social media outreach was a resounding success and has helped fortify the brand’s presence across platforms. The campaign has helped create an opportunity for us to interact with our audience and strengthen our relationship with them. With this campaign’s integral message we promise to continue to engage our audience across digital platforms with innovative and exclusive content.”
